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Raphael Odoom is a Lecturer in the Department of Marketing and Entrepreneurship, University of Ghana Business School. He is also a fellow of University of Copenhagen in Denmark. His PhD thesis focused on Branding in small and medium-sized enterprises (SMEs). Dr. Odoom consults for, and researches into branding, integrated marketing communications, electronic business, digital & social media marketing and general consumer studies. His research works have been published in internationally peer-reviewed journals such as Journal of Product and Brand Management, International Journal of Contemporary Hospitality Management, Journal of Enterprise Information Management, Marketing Intelligence and Planning, Journal of Small Business and Enterprise Development, Qualitative Market Research: An International Journal, Services Marketing Quarterly, International Journal of Bank Marketing, Journal of Research in Marketing and Entrepreneurship, among others. Dr. Odoom serves as a reviewer for the Journal of Small Business and Entrepreneurship. He is a Christian, and an avid football and music enthusiast.

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Research

Research :

My current research covers Brand Avoidance among consumers, Digital Marketing idiosyncrasies among firms and consumers, Celebrity Endorsement, Brand Engagement, and Service Recovery within firm-customer engagements.